Market Information System &

MARKET INFORMATION
SYSTEM &
DEMAND FORECASTING
PREPARED BY: GAURAV BASNET, FOR CIT

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CHAPTER 4
BBA-3 R D
SEMESTER
CIT COLLEGE
CONCEPT OF MARKETING
INFORMATION SYSTEM
Marketing information system( MKIS) is the
mechanism for providing decision making information
& data to the marketing decision maker.
MkIS provides a continuous fl ow of information about
prices, advertising, sales, competition & distribution.
It is the major tool for scanning & monitoring the
external environmental forces.
MkIS collects vital information from various source,
analyzes & synthesizes them, and disseminate to the
marketing decision makers. The system provides
valuable information inputs to the organization to
eff ectively implement the marketing concept.

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DEFINITIONS
According to Philip Kotler, a marketing information
system consists of people, equipment, and
procedures to gather, sort, analyze, evaluate, and
distribute needed, timely, and accurate information
to marketing decision makers.
According to William J. Stanton marketing
information system is an on-going, organized
procedure to generate, analyze, disseminate, store,
and retrieve information for use in making marketing
decisions,

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WHAT IS MKIS?
A marketing information system is a unifi ed system of
interrelated parts to provide information support to
achieve marketing objectives.
It consists of input-processing-output-feedback
components:

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FEATURES OF MKIS
A. Inter-related components:
- consists of people, equipment and procedures. Computer
hardware, software and information communication
technology is used to design and deliver it.
B. Processing:
- MkIS collects, processes, analyses, stores, retrieves,
and disseminates information for decision making and
control. Its output consists of various reports.
C. Timeliness:
- MkIS provides right information to right people at right
time. Information if received late has no use.
D. Accuracy:
- MkIS provides accurate and reliable information. Past
and present information are more accurate than future
forecasts.
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A. I N P U T:
- Bas e d o n th e d a ta b as e o f th e o rg a n i s ati o n .
- C o n s i s ts o f d ata g e n e r ate d fro m ex te rn al & i n te rn al s o u rc e s .
- In te rn a l s o urc e s a re w i th i n th e o rg a n i z ati o n s .
- E x te rn a l s o u rc e s are e n v i ro n m e n t, m a r ke t a n d c o m p e ti to r s .
- N e e d as s e s s m e n t i s d o n e to fi n d d a te re q u i re m e n ts
B. P R O C E S S IN G :
- C o n s i s ts o f ac ti v i ti e s re l ate d to d a ta s o r ti n g , d ata an a l y s i s , d a ta
e v a l u ati n g , d ata s to r a g e , d ata re tr i e v al & i n fo rm ati o n d i s s e m i n a ti o n .
- T h e i n fo rm a ti o n i s ti m e l y , u p -to - da te a n d ac c u r a te . I ts fl o w i s
c o n tin u o u s .

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C. OUTPUT:
It consists of regular and special reports needed for
marketing decision making . It is information dissemination.
D. FEEDBACK:
It provides information to redesign input & processing to
meet changing needs of marketing.
-People, equipment and procedures are needed for the
development & management of MKIS.
-Information technology, especially the internet and
computer, play an important role in its operation.
-MKIS should be tailor-made according to the organizational
needs. Information overload should be avoided. It should be
cost-eff ective.
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E. Consistency:
MkIS provides consistent information. All data is
based on same defi nition, assumptions and time
period.
F. Accessibility:
- MkIS is easily accessible. The information is
properly secured.
- But it is easily available to authorized persons.
Information communication technology has facilitated
accessibility.
- It also avoids information overload.

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COMPONENTS OF MARKETING
INFORMATION SYSTEM

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The components of Marketing information system

are:
1. Internal Records System
2. Marketing Intelligence System
3. Decision Support System
4. Marketing Research System

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1.INTERNAL RECORDS SYSTEM

Every organisation maintains an internal database
about current and past results. The data is gathered
from the sources within the organisation. They consist
of :
a. Customer- related records:
- Orders, invoices, shipping documents, inventory
records, and payments provide information about the
customer demand and their profi les.
- The order to payment cycle is the heart of
internal records
System.
- Invoices are important for customer information
and are customers complaints.
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b. Sales Reports:
- sales reports submitted by sales force provide
information about performance of brands, sales trends
and customer expectations.
c. Other Records:
- Annual reports, fi nancial statements, audit
reports, and special reports also provide useful
information.
- Previous market research reports are also useful.

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2. MARKETING INTELLIGENCE
SYSTEM
The marketing intelligence system provides
information about everyday happenings in the
marketing environment. It is based on environmental
scanning.
According to Philip Kotler, Marketing Intelligence
System, is a set of procedures & sources used by
managers to obtain everyday information about
pertinent development in the marketing
environment.
The sources of marketing intelligence are:
a. Marketing Managers:- they read books, newspapers, and trade
publications.
- talk with customers,
suppliers, distributors and
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personnel within the organization
to gather
b. Sales Force:
- They spot & report new developments in the market
place. Organizations train & motivate them for
marketing intelligence purposes.
c. Middlemen:
- They handle several products and usually know in
advance about competitors moves. They can provide
vital market information.
d. Specialists:
- They are appointed to gather market intelligence.
They even pose as mystery shoppers to assess how
employees treat customers or how competitors price
their products.
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e. Outsourcing:
- Commercial detectives are hired to gather specifi c
information. Data can be purchased from research
fi rms which specialize in supplying information at low
cost.
f. Marketing information section:
- Organizations can establish a Marketing
information section for marketing intelligence. It
formally scans the environment to gather information.
It also surfs the internet to gather data.

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3. DECISION SUPPORT
SYSTEM( DSS)
According to William Stanton , A decision support
system is a procedure that allows a manager to
interact with data and methods of analysis to gather,
analyze, and interpret information.
DSS does not collect information. It stores, analyses
and synthesizes the collected information. It has
three components

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a) Data bank:
- DSS consists of a Data bank.
- It stores diff erent types of data collected from various
sources such as internal reports, market intelligence and
market research.
- They are data about customers, competitors,
environmental trends, organizations performance, etc.
- It is the data base stored in computers.
b) Methods bank:
- DSS has methods bank for analyzing data which range
from simple procedures to sophisticated tools
- It is statistical bank. For eg; Multiple regression, factor
analysis etc.

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c) Model Bank:
- They consist of various models that facilitate
decision making.
- Models defi ne the interrelationships between
diff erent variables that help decision makers to
understand, predict and control marketing problems.
- Model Bank consists of :
i) Models: They can be:
# Markov Model
# Queuing Model
# New Product Pretest Models
# Sales Response Models
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II) Optimization Routines: They consist of ;

# Diff erential Calculus
# Mathematical Programming
# Statistical Decision Theory
# Game theory
# Heuristics
The potential of DSS has been enhanced by
computers, user-friendly software and networking.
However, it is costly to implement and maintain.
- Specailised human resources are needed.

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4. MARKETING RESEARCH
Research is systematic gathering of information.
MR is a systematic inquiry undertaken to help resolve a
specifi c marketing problem.
Its is to guide marketing decisions by generating
information. It provides alternatives for making the choice.
It is a tool for identifying market opportunities to formulate
market strategy and to minimise threats. It is problemoriented.
According to Philip Kotler , Marketing research is the

systematic design, collection, analysis, and reporting of data and
fi ndings relevant to a specifi c marketing situation facing the
company.
According to William Stanton, Marketing research is the

development, interpretation, and communication of decisionoriented information to be used in the strategic marketing
process.
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FEATURES OF MARKETING
RESEARCH:
1. Systematic: step-by-step process, properly planned
& implemented
2. Objective: Unbiased. Its objective is collecting,
analyzing, interpreting and reporting data.
3. Problem- oriented: deals with specifi c marketing
problems.
4. Decision making: helps make timely marketing
decisions.

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STEPS IN MARKETING RESEARCH

1.
2.
3.
4.
5.
6.
Defi ne the Problem

State the research objectives
Develop research plan
Collect needed information
Analyze the information
Report the fi ndings

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1. Defi ne the problem :

- Problem determines the scope of research. It should be
defi ned carefully
- Should not be mixed up with the symptoms.
- Should be feasible in terms of time, manpower and
fi nancial resources available.
For eg: If the sales of Nepal carpets decline due to poor
quality, sales decline is a symptom & poor quality is a
problem.
- Symptoms indicate existence of problem.
# Problem identifi cation can be based on:
a. Literature review
b. Experience survey
c. Case study
d. Brainstorming.
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2. State Research Objectives :

- The objectives of the research should be stated
clearly & precisely.
- Specify the information required for research.
- They also determine the research design.
Objectives should follow from the problem defi ned for
research.
# Hypothesis can also be posed. It is tentative
generalization about the problem. Its validity remains
to be tested through research. It explains relationship
between variables. It implies cause and eff ect
relationship.
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3. Develop Research Plan:

- The research design determines the research plan.
The research plan is the research methodology for
gathering the needed information. It deals with
decisions on:
a. Data sources: They can be secondary or primary.
b. Research methods: used for collecting primary data.
This can be:
I.
II.
Survey: involves direct questioning of people to gather

facts, opinions, or other information. Talking is most for
survey. Field study is needed too. Data is collected
through use of questionnaire, or interview.
Observation: is the process of collecting information by
watching actions of people or settings. Actions of
customers or events are recorded in marketplace. Case
study is based on observations.
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III. Focussed group research: is gathering of

small group of six to ten people who are
invited to spend few hours with skilled
moderator to discuss research problem. Open
ended questions are used to collect
information.
IV. Consumer panel: Panel is a group of people
who serve as subjects of continuing survey.
NRB uses consumer panel to collect
information for preparing consumer price
index.
V. Experiment: can be lab or fi eld experiment.
Lab experiment is done under controlled
conditions in an
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cial environment. Field
C. RESEARCH INSTRUMENTS
Used for collecting primary data.
They can be:
I. Questionnaire: is a set of questions presented to
respondents for their answers. Should be carefully
constructed. Questions may be:
II.
Open ended: Respondents are free to answer in their own

words.
Discrete: Direct response (yes/no)
Closed end: scale of answers are prespecifi ed for choice. Is
widely used in practice.
Mechanical devices : are used for collecting

information. For eg: audiometer to collect TV viewing
data. Online interviewing is also used . Face to face
interview can bePREPARED
doneBY: GAURAV BASNET, FOR CIT
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D. SAMPLING
Is method of selecting units from total population. It
decides:
Sampling unit: who used to be researched?
Sample size: how many people should be researched?
Sampling procedure: how should the representative
respondents be chosen?
Probability sampling is done to obtain representative
random sample. None probability sampling methods are
used too.

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E. CONTACT METHOD
Decides how respondent should be contacted?
It can be:
Mail method: questionnaire are mailed to respondents.
Interview: personal or telephone interview is conducted
Computer: email, fax or online computer is used to get
responses.

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F. ANALYTICAL TOOLS
Tools for analysing information are identifi ed. They
are statistical tools like mean, regression, correlation,
analysis of variance, chi square etc

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4. COLLECT NEEDED DATA

Collection of primary data involves fi eld study. Skilled
personals are used to collect data. Questionnaires are
fi lled in and responses of interviews are recorded.
Accuracy is ensured in data collection.
Information collected should be usable and relevant.

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5. ANALYSE THE DATA

It involves coding, tabulating and statistical analysis
of data. Appropriate statistical tools are used to
analyse and interpret the collected data objectively.
Value of research is determined by this results.
Computers have probed a great help for analysing
information. data becomes information through
analysis and interpretation. Results are evaluated.

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6. REPORT FINDINGS
Research fi ndings are reported to relevant clients in
form of written report and oral presentation.
It should be noted that market research cant replace
sound judgement. Facts provided by marketing
research should be blended with judgement to make
eff ective marketing decisions.

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TRENDS IN MARKETING
INFORMATION TECHNOLOGY
Information technology consists of :
a)
b)
c)
Computers: Mainframe, Desktop, laptop, diary, scanner and

softwares.
Communication Devices: Telephone, fax, pagers, modems,
routers.
Electronic media: Television, VCR, Tape recorders, Videophones, videoconferencing, video display, photocopies.
TRENDS:
- A trend is a direction or sequence of events that have some
momentum & durability. IT has opened a whole range of new
possibilities & facilities for marketing.
# The following are the emerging trends in market

information technology:
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1. INCREASING USE OF IT FOR

INFORMATION MANAGEMENT
Geographical boundaries for information fl ow are
disappearing
Distances are getting reduced through Transborder
data fl ow, worldwide networks and specialized data
bases. Information highways are being developed.
Marketing is making increasing use of IT for
information management.
Modern marketing information systems are largely
information technology-based.
Computer has improved capability of marketing to
handle, process & transmit vast amount of market
information.
Specialized agencies are emerging to provide
marketing information.
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2.INCREASING USE OF IT FOR

MARKETING PLANNING
Marketers are making greater use of information
technology for marketing planning, especially to:
Produce better estimation of market demand & sales
forecasts; predetermine future courses of marketing
actions.
Environmental scanning & analysis to locate
opportunities and threats.
Set standards for marketing performance; total quality
management .

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MARKETING CONTROL
Marketers are making greater use of information
technology for marketing control purposes, especially
to;
Computers sales reporting system
Control inventory costs: Check out scanning systems are

increasingly being used by stores to count traffi c and to
provide data on inventory needs.
Control marketing expenditures.
Continuously monitor marketing performance for timely
corrective actions.

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4.IT- BASED MARKET COVERAGE

Information technology is increasingly being used to
increase market coverage through:
Reaching large masses of people effi ciently & eff ectively
through a variety of electronic media.

Use of customer data bases to segment markets.
Customer retention & satisfaction by promptly attending
to their complaints and needs.
Internet-based marketing promotion & distribution.

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5.GROWING ELECTRONIC
MARKETING( E-COMMERCE)
IT is changing how marketing people communicate. Ecommerce, ( Electronic-commerce) has been
revolutionizing marketing. Online sales transactions
through websites are increasing for:
Computer hardware and software

Airlines ticketing, hotel bookings
Medical transcripts
Books and Music
Shares and stocks
Cars and Other vehicles
Banking transactions ( ATM, Debit card)
Consumer Electronics
Fashion goods

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6.GREATER EMPHASIS ON
RELATIONSHIP MARKETING
Relationship marketing is building long term mutually
satisfying relations with customers to earn and retain
their long term loyalty. Both parties collaborate in
identifying needs & developing & updating marketing
mixes.
Relationship marketing has been facilitated by IT. Websites

defi ne fi rms relationships with individual customer accounts. It
has facilitated public relations and selling. Marketing is focusing
on individualized communication.
Marketing promotion is increasing through websites
Competition is getting internet-based.
Global strategic alliances to achieve global standards have
been facilitated.
Customers are actively seeking information about products
through websites.
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MARKETING DECISION MAKING
Decision support systems are increasingly being used
for marketing decision making. They are based on
computer workstations. They provide speed and cost
advantage. Information technology is facilitating
access to current market information both to
marketers and customers for decision making.
It is expected that the role of information technology inn
marketing will increase in coming years for better service
delivery and to add value to customers .

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8. CHANGING MARKETING JOBS

IT has been radically changing marketing jobs. Old
jobs are being eliminated. New jobs are being
created. IT has led to the emergence of virtual offi ces
in which marketing people can work from home.

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MARKETING INFORMATION SYSTEM

IN NEPAL
Prior to economic liberalization of 1980s
Nepalese market was supply driven
Public sector undertakings & private business houses
enjoyed monopoly and played with the high demand
situation
Protective regime through the industrial licensing &
import quota system
Marketing decisions were largely based on hunches &
intuition where personal knowledge & experience play
an important role.

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After 1980s Liberalization & Privatization

policy:- The protected regime has been gradually replaced by
an open economy regime.
- Now domestic producers need to compete with MNCs
who have eff ective & up-to-date information system.
- The Nepalese market has become excessively
competitive & every fi rm- big or small- has understood
the importance of marketing information for decisions.
- Globalization of the economy has been increasing.
The growing competition has led to the emergence of
buyers market.
- This has led to the growing awareness about the
importance of marketing information system for
BASNET, FOR CIT
decision making. PREPARED BY: GAURAV
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Current state of marketing information system in

Nepal:
The marketing information needs are not carefully assessed. Adhoc managerial decisions generally determine such needs.
The internal records constitute the most important components

of marketing information system. They are used to make sales
analysis, customer demand and market analysis. There is growing
trend towards computerization of internal records.
Marketing intelligence is also used by Nepalese companies in a

limited way. They subscribe to newspapers and magazines. They
also use press cutting services which provide cutting of
newspapers that are of interest to the company. Salesforce and
middlemen also provide intelligence but they are not properly
trained and motivated.
Decision support system has not made much headway in Nepal.

Some global companies use quantitative tools to interpret data.
Private sector banks use MKIS for their operations.
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CONTD
Marketing research is at an early stage of development.

But it is not getting attention from marketing managers.
Some organisations have set up their own market research
department.
Consulting fi rms in the private sector have mushroomed

to provide market research services. Professional marketing
research fi rms have started operations in Nepal.
Marketing research in Nepal is dominated by

advertising & product-related problems. Customer
characteristics have been little researched.
Nepal has been fast introducing new information

technology. It is expected that the growth of market
information technology will be rapid in coming years. The
demand for market research is likely to grow.

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DEMAND
FORECASTING:
CURRENT & FUTURE
MARKET DEMAND
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DEMAND

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Demand is want for product backed by purchasing

power & willingness to spend.
A market is the set of all actual and potential
customers of a product with demand.
Demand analysis is the basis of most marketing
decisions.
1. Current market demand
2. Future market demand

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1.CURRENT MARKET DEMAND

Methods of estimating current market demand:
Marketing mix design is based on estimates of
current market demand. Current market demand is
estimated by the following methods:
A.
B.
C.
Total Market potential estimate

Area Market potential estimate
Company market share estimate

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A. TOTAL MARKET POTENTIAL

ESTIMATE
This estimates the maximum amount of sales that
might be available to an industry under a given level
of market expenditure during a given time period in
given environmental conditions.
Potential Buyers x Average quantity per
buyer x Price
Total Market potential for Wai-Wai:

Potential Buyers: 500,000
Average quantity per buyer: 10 packets per year
Price per packet: Rs. 15
Total Market potential: 500,000 x10x15=75,000,000
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B. AREA MARKET POTENTIAL

ESTIMATE
This estimates the market potential of diff erent
territories such as district, zone, region, nation. Two
methods are used to assess area market potential:
i) Market Build-up Method: This is based on identifying all
the potential buyers in each area and estimating their
potential purchase in a given period. The calculation is :
Potential Buyers x Potential Purchase per buyer
II. Market Factor Analysis Method ( Index Method): A
single market factor is used as an index to calculate the
market potential. For example, assuming that medicine
market potential in Nepal is directly related to population
size and Kathmandu valley has 10% of total population,
the area market potential for medicine in Kathmandu
PREPARED
BY: GAURAV
BASNET, FOR
CIT
valley will be 10%
of total
medicine
sold
in Nepal.
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Fo r ex a m p l e : Ka t h m a n d u v a l l e y h a s
10% of Nepals population
20% of Nepals disposable income
4 0 % o f N e p a l s re t a i l s a l e s
The
0.2
0.4
0.4
weights assigned can be

for population
for disposable income
f o r re t a i l s a l e s
T h e m u l t i p l e f a c t o r i n d ex f o r Ka t h m a n d u v a l l e y w i l l b e :
( 0.2 x 10) + ( 0.4 x 20) + ( 0.4 x 40) = 26
2 6 % o f N e p a l s t o t a l m e d i c i n e s a l e s c a n b e ex p e c t e d i n Ka t h m a n d u v a l l e y
T h i s m e t h o d i s u s e d f o r c o n s u m e r m a r ke t s . H o w e v e r , i t m a y n o t c o n s i d e r a l l
re l e v a n t f a c t o r s . T h e a s s i g n m e n t o f w e i g h t s c a n b e a r b i tr a r y.

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C. COMPANY MARKET SHARE

ESTIMATE
This method fi rst estimates total industry sales. Each
competitor is identifi ed and his sales are estimated.
The sales of all the competitors are totalled up to fi nd
out industry sales.
The company then calculates its own market share in
the total industry sales.
Trade associations publish data about total industry sales. The
company can evaluate its performance in comparison to total
industry sales.
Industry sales information can also be purchased from
specialized market research fi rms.

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2. METHODS OF ESTIMATING
FUTURE MARKET DEMAND
2.1 : Process of Estimating future market demand
In most markets, demand is not stable.
Estimating future demand is a key factor in
organizational success.
The process generally followed for estimating future
demand consists of three stages;
Macroeconomi
c forecast
Industry Sales
forecastP

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Company Sales
Forecast
A. MACROECONOMIC FORECAST
This consists of a forecast of Gross National Product
( GNP) based on the projection of the following
macroeconomic variables:
Consumer income & spending

Government expenditures
Business investment, including foreign direct investment
Net exports
Infl ation
Interest rates
Unemployment, etc

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B. INDUSTRY SALES FORECAST

This consists of a forecast of total industry sales.
This is based on:
Forecasted Gross National product
Other environmental indicators

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C. COMPANY SALES FORECAST

This is calculated by assuming a certain market
share for the company in industry sales forecast.

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2.2 METHODS OF ESTIMATING

FUTURE MARKET DEMAND
Executive
Judgement
Survey
Buyers
intention
Future
demand
estimat
es
Past Sales
Analysis
Sales force
opinions
Expert
Opinions
Market Test

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A. EXECUTIVE JUDGEMENT
This method involves obtaining opinions from
executives regarding future sales. The opinions are
based on intuition and experience.
Advantages
It is simple and inexpensive
It is useful for products with relatively stable demand.
It is useful where past sales data is lacking.
Disadvantages
It is risky and unscientifi c.
It is based on past experience. Recent past experience
generally infl uences the forecast.

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B. SURVEYS
Surveys are based on what people say. This is found
by asking questions. They can be of three types.
I. Survey of Buyer Intention:

Customers are asked how much of a product they would
buy at a given price during a specifi ed future period.
Such survey measures purchase probability and refl ects
buying intentions.
A sample or panel of customers is used to conduct the
survey. The forecasts of all the sampled consumers are
consolidated to arrive at future market demand.
Advantages
- It is useful where the buyers are relatively few and
have clear intentions, for example business buyers.
- Customers are involved in making the sales estimates
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Disadvantages
- Buyer intentions may not result in actual
purchases.
- Selecting a representative sample can be a
problem.
- It is time consuming
- The estimates of demand may be infl ated by
customers.
II. Composite of sales Force Opinions:
Sales persons are asked to estimate future sales
in their territory. Each salesperson estimates how
much each current and potential customer will buy
each product in a specified future time. The
composite of estimates by all salespersons becomes
BASNET, FOR CIT
future demand. PREPARED BY: GAURAV
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CONTD..
Advantages:
- It is a bottom-up approach. Salespersons possess
specialized knowledge and better insight of future
sales trends in their territories.
- Participative decision making in sales forecasting
motivates salespersons to accept and eff ectively
achieve sales quota.
- It is useful for markets composed of few large
customers.
Disadvantages:
- Salespersons may be unaware of macroeconomic
changes that can aff ect future demand. They may lack
time or needed expertise.
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- Recent sales performance may aff ect sales estimates by

salespersons.
- Low sales estimates may be deliberately provided by
salespersons to get low sales quota.
iii. Survey of expert Opinion:
Experts are asked to estimate future sales. The methods can be:
Group Discussion M ethods: A group of experts exchange views
through group discussion and prepare estimated sales forecasts.
Pooling of Estimates: The experts supply their individual
estimates. An analyst combines them into a single estimate.
Delphi Method: It pools the individual estimates of a carefully
selected g roup of experts. The comp any reviews and analyses
the estimates. Three to four rounds of estimating and refi ning
follow to arrive at a single estimate.
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Advantages:
- It pools judgement of experts to make future sales
estimates.
Disadvantages:
- Participants may lack necessary information for
making judgement.

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C. MARKET TEST METHOD

This method is based on what people do. The product
is put into a test market to measure buyer responses.
The test market is limited to one or few
representative city. The response variables can be:
Trial purchase: Buy product for the fi rst time.

Repeat purchase: Repeatedly buy the product.
Product adoption: Continue using the product.
Purchase frequency: Frequency in using the product.
The customer response in the test market serves as the basis

for making sales forecasts for the total market.
Advantages:
- It is an eff ective method for forecasting the sales of new
products.
- It provides information about customers real actions
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CONTD..
DISADVANTAGES
- Market test is expensive and time consuming.
- Consumer response in the test market may not
represent the total market response.

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D. PAST SALES ANALYSIS METHOD

This method is based on what happened in the past. It
involves analyzing records of past sales. The results are
used to develop future sales forecast. The methods used are:
i. Time series analysis:
The past time series of sales is used to project future sales.
The assumption is that past sales pattern will continue in the
future. The type of analysis can be:
Trend analysis: Past sales data many years is analyzed to fi nal
trend.
II. Cycle analysis: It analyzes consistency of sales fl uctuations over
three to fi ve years.
III. Seasonal analysis: It analyses infl uence of seasonal activities on
sales.
IV. Erratic factor analysis: It attributes erratic sales variations to
random factors
I.

COLLEGE
CONTD..
ii. Statistical demand analysis:
It measures the impact level of each of a set of casual
factors on sales level. The casual factor can be:
Income
Price
Marketing expenditure etc.
iii. Econometric analysis:
It consists of building sets of equations that describe a
system and proceeding to fi t the parameters statistically.
- Computerised data analysis is helpful for estimating
future demand

COLLEGE
THE END

COLLEGE

Market Information System &amp;

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MARKET INFORMATION

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

The components of Marketing information system

PREPARED BY: GAURAV BASNET, FOR CIT

1.INTERNAL RECORDS SYSTEM

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

II) Optimization Routines: They consist of ;

PREPARED BY: GAURAV BASNET, FOR CIT

According to Philip Kotler , Marketing research is the

According to William Stanton, Marketing research is the

PREPARED BY: GAURAV BASNET, FOR CIT

STEPS IN MARKETING RESEARCH

Defi ne the Problem

PREPARED BY: GAURAV BASNET, FOR CIT

1. Defi ne the problem :

2. State Research Objectives :

3. Develop Research Plan:

Survey: involves direct questioning of people to gather

III. Focussed group research: is gathering of

Open ended: Respondents are free to answer in their own

Mechanical devices : are used for collecting

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

4. COLLECT NEEDED DATA

PREPARED BY: GAURAV BASNET, FOR CIT

5. ANALYSE THE DATA

PREPARED BY: GAURAV BASNET, FOR CIT

PREPARED BY: GAURAV BASNET, FOR CIT

Computers: Mainframe, Desktop, laptop, diary, scanner and

# The following are the emerging trends in market

1. INCREASING USE OF IT FOR

2.INCREASING USE OF IT FOR

PREPARED BY: GAURAV BASNET, FOR CIT

3. INCREASING USE OF IT FOR

Control inventory costs: Check out scanning systems are

PREPARED BY: GAURAV BASNET, FOR CIT

4.IT- BASED MARKET COVERAGE

through a variety of electronic media.

PREPARED BY: GAURAV BASNET, FOR CIT

Computer hardware and software

PREPARED BY: GAURAV BASNET, FOR CIT

Relationship marketing has been facilitated by IT. Websites

7. INCREASING USE OF IT FOR

PREPARED BY: GAURAV BASNET, FOR CIT

8. CHANGING MARKETING JOBS

PREPARED BY: GAURAV BASNET, FOR CIT

MARKETING INFORMATION SYSTEM

PREPARED BY: GAURAV BASNET, FOR CIT

After 1980s Liberalization & Privatization

Current state of marketing information system in

The internal records constitute the most important components

Marketing intelligence is also used by Nepalese companies in a

Decision support system has not made much headway in Nepal.

Marketing research is at an early stage of development.

Market Information System &

Market Information System &